Research On The Strategy Of Theme Park Customer Value Delivering

Theme park is considered as one of the three major trends in international tourism by the World Tourism Organization. Currently, there is a fierce competition in Theme Park Industry. To seize the favorable developing opportunities in the brutal market competition, it is crucial for Theme Park to provide high-value products and services to customers and satisfy their increasing needs in order to make them feel they get more and better than they expect. Therefore, this paper aims to explore the customer value delivering as the focal point. To put specifically, from the perspective of customer, the paper tries to make the research into the strategy of value delivering to satisfy and maintain the customers. The whole paper is divided into four chapters, and the framework is as follows.Chapter I presents the issue under discussion and narrows down to the focal topic-the customer value delivery of theme park, based on the domestic and international studies relevant to customer value. This chapter analyzes the significance of research and proposes the research design as well.Chapter II and Chapter III are core of the article. It aims to establish the fundamental theory about Theme Park customer value delivering , brings forward the concept of Theme Park customer value and elaborates on its content and spacial structure. Based on all above, it reveals the evolution rules in the customer value delivering process, analyzes the obstacle factors during the delivering process and researchs the ways of breaking four major factors. The article constructs the feasible measures of Theme Park customer value delivering from the perspective of improving the channel, technology and method. This paper proposes that the effect of customer value delivering activity should be evaluated by customer satisfaction and loyalty. Finally, the article takes the Discoveryland in Dalian as a case in point to elaborate on the customer value delivering, explores its developing opportunities and obstacles in value delivering and analyzes the strategy of customer value delivering by means of SPSS tools to evaluate the effect of delivering strategy.Chapter IV sums up the main viewpoints, analyzes the defects in this paper and proposes the outlook of future research.